Last year I decided to concentrate on Bock ads. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Saturday’s ad is for Coors Genuine Bock Beer and was published April 19, 1935. The brewery was Coors Brewing Co. of Golden, Colorado, which was originally founded in 1873. This ad ran in The Joplin News Herald, of Joplin, Missouri. It’s interesting that they’re advertising that Coors Bock Beer will be released the next day, April 20th.